Marketing Mix of Kfc

Topics: Marketing, Fast food, Pricing Pages: 7 (1583 words) Published: July 28, 2013
Kentucky Fried Chicken
‡ Four P¶s of Marketing mix.

‡ KFC Corporation, or KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky. KFC is a brand and operating segment, called a "concept" of Yum! Brands since 1997 when that company was spun off from PepsiCo. ‡ KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts.

Marketing Mix
‡ The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategic position of a product in the marketplace. ‡ Product ‡ Price ‡ Place ‡ Promotion

Anything that can be offered to a market to satisfy a want or need. KFC's specialty is fried chicken served in various forms. KFC's primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine.

‡ Geographic segmentation : KFC has outlets internationally and sells its products according to geographic needs of the customer. In India KFC focuses how geographically its customers demand different products. In north India Chicken is the main selling product, while in the south the Veg. items sell more than the chicken.

‡ Demographic Segmentation In demographic segmentation, the market is divided into groups based on an age, gender, family size, income, occupation, religion, race and nationality. KFC divides the market on demographic basis in this way: ‡ ‡ ‡ ‡ ‡ Age is between 6-65. Gender is both males and females. Family size is 1-2, 3-4, 5+ Income is Rs 10,000 n above. Family lifestyle is almost all.

‡ Psychographic segmentation
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. KFC divides market on the basis of psychographic variables like

‡ Social class- Upper and Middle class. ‡ Lifestyle is not specific. ‡ Personality is ambitious and authoritarian

‡ ³The process of evaluating each market segment¶s attractiveness and selecting two or more segments´ ‡ As the outlets of KFC are in posh area and prices are too high (overhead expenses-rent, air-conditioning, employees), so KFC targets upper and middle classes. Target market depends upon size and growth rate of population, Company resources and structural attractiveness of market segment.

Market Positioning
KFC uses its attributes to Position its Product(Fried Chicken)

‡ For a product to occupy a clear, distinctive and desirable place relative to ³Competing products in the minds of target consumer.´ ‡ In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken.

KFC Menu

‡ Price is the any amount of money that customers have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services


Demographic factors
‡ Age: Generally there is no age limit focus by the KFC. The target and focus is on each and every individual in a society. KFC finds its largest demographic in the young of any society. ‡ Gender: Both male and females are focused by KFC, gender does not play any role here. ‡ Household Size: This plays a vital role in the demographic factor of the KFC. Generally they target whole families rather than single persons. This being the reason for their Family Meals which are...
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